2. Abstract
Communication with students on campuses of higher education continues
to drastically change. The social media phenomenon sweeping across the
world creates a picturesque environment for the technologically savvy
student, but often an intimidating outlook for administrators and faculty.
While some higher education professionals embrace this opportunity to
engage students through a new outlet, others struggle to adapt to new
demands of the constantly connected, digital college student.
Understanding social media and preferences of today’s college
student are inherent to identifying the best practices to
encourage student engagement and foster student
development on college campuses.
4. Social Media – What Is It?
The prevalent terms used to describe social media include: information sharing,
electronic communication, and social interaction. Visit the World Wide Web, conduct
a search on social media and a multitude of definitions are presented. Interactive
dialogue within the crossroads of web-based and mobile technologies classify social
media’s true description. A relatively inexpensive outlet, social media provides a
dynamic blend of technology and social interaction as well as accessibility to
individuals of all backgrounds, educational status, and socioeconomic background.
Social media, in the beginning, was used as a means for individuals to communicate
on personal interest and stay connected with friends, family, and co-horts. Now
information is disseminated through these avenues to educate, inform,
survey, assemble, and protest everything from classroom curriculum, family
updates, to breaking news. It is no longer necessary to watch the 5:30 news
broadcast to get up-to-date on community and national headlines. Nor is it
necessary to pick up a phone and call to confirm a dinner reservation, a
date, or communicate with professors or a fellow student. Social media
takes communicating to an entirely new dimension.
6. Students – How They Communicate, What They Expect
Students walking about today’s campus of higher education are
different from students of twenty, or even ten, years ago. Incredible
technological advances have emerged in their lifetimes and have
become everyday conveniences. Prensky (2001) refers to these
students as “Digital Natives,” who grew up with computers in the
home, had constant access to the Internet, and had cell phones that
were not attached to chargers in bags that had to be left in
their
personal vehicles and were small enough to carry in their
pockets. These students are more digitally connected than
previous generations.
7. Conclusion
According to Eric Stoller (2011), “a prevalent theme for 2011 is how higher
education can capitalize on social media as a way to create relationships,
student retention, and engagement” (para. 5). To communicate effectively
with students, higher education professionals must embrace new technologies,
explore opportunities to implement a social media presence, and most
importantly develop a plan that constantly re-evaluates trends and adapts to
the changing needs of students. Facebook, Twitter, and YouTube are the
preferred social media outlets for socializing and networking. Current
research shows students are online, engaged, and desire to be
connected to their campus. They are listening, but choosing the
appropriate message and outlet depends on the commitment to
success.
